Packaging Europe
Webb deVlam hits the nail on the head with its packaging for Scholl’s Fungal Nail Treatment
International design & innovation consultancy Webb deVlam have tackled one of the most common conditions to affect the nails, creating innovative primary packaging for the revolutionary “Scholl Fungal Nail Treatment”. The product, the latest addition to Scholl’s expanding range in the footcare category, will be launched as a consumer item, primarily through the pharmacy channel but also in supermarkets and drugstores in Europe, Asia and Australia in autumn 2010/spring 2011.
Detailed consumer insights, conducted by Webb deVlam and Scholl’s innovation team have informed the product’s packaging – ensuring that it is easy and intuitive to use and simultaneously addresses potential cross infection concerns. The result is a self-evident container for the footcare treatment that indicates it is a consumer friendly medical device appropriate for home use.
Scholl Fungal Nail Treatment is a two-stage treatment comprising a set of 5 single use, disposable Carborundum nail files to remove the top layers of the infected nail. This has two purposes, it removes some of the fungus containing cells and makes the nail more porous as a preparation for step 2. The second stage is the application of an advanced treatment liquid that forms a protective film over the nail and penetrates throughout the nail to treat the infection at its source. The design challenge was to combine the nail files and liquid into a single, compact unit that the consumer would easily relate to and understand.
Webb deVlam developed the packaging solution jointly with SSL. The unit subtly underlines Scholl’s instantly recognised brand values for care and expertise – its componentry and ergonomic form is immediately associated with Scholl’s brand identity via its shape and colour. However the product’s primary packaging is less about style and much more about assured functionality. The primary packaging houses the nail files with a patent pending automated push-up single file dispensing mechanism that also prevents the file’s return to the container (avoiding cross contamination and infection). The nail storage unit then acts as the tactile handle and holder for the brush applicator; at its base the liquid treatment is revealed in a 5ml transparent, air-tight, UV resistant capsule. The ergonomic design makes it easy to handle, as well as stable and ensures that it will be accepted by male and female users alike. Scholl’s logo appears on the front enhancing its sense of confidence. Webb deVlam’s expertise comes to the fore in achieving an elegant solution that can be mass produced on an automated production line and that also adheres to environmental criteria and does not contain any PVC.
The Scholl Fungal Nail Treatment is an excellent demonstration of Webb deVlam’s integrated innovation and design approach that combines the skills of consumer insight, 3D product and packaging design to create successful brand innovation. Webb deVlam clearly understood the client’s objectives to create a recognisable, easy to use and excellently presented product, and then surpassed the expectation with a solution that is an innovative product that intrinsically represents Scholl as the number one brand in the footcare category.
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